Leading Grocery Brands in France: Q3 2024 Analysis

Introduction

In the ever-evolving landscape of grocery retail in France, a few brands have distinguished themselves as leaders in digital engagement. Leveraging Sensor Tower's comprehensive data, we delve into the performance of three prominent brands in the Grocery Stores category for Q3 2024: Lidl Stiftung & Co. KG, Picard Surgelés, and Monoprix S.A. This analysis examines their digital presence across websites and apps, audience trends, and advertising efforts.

Lidl Stiftung & Co. KG

Lidl’s digital footprint is significant, with its website lidl.com and the Lidl Plus app leading the charge.

• Audience Trends: From Q2 to Q3 2024, lidl.com showed a steady increase in unique visits, peaking at over 6.4M in September. The monthly true audience remained stable above 12M throughout the quarter.

• App Engagement: The Lidl Plus app saw a consistent rise in monthly active users, reaching over 7.6M by September, highlighting a robust mobile user base.

• Ad Spend & Channels: Lidl's monthly ad spend demonstrated a steady pattern, with a notable emphasis on Facebook and Instagram, accruing impressions in the hundreds of millions each month.

Picard Surgelés

Picard’s digital strategy revolves around its website picard.fr and the Picard - Courses & Recettes app.

• Audience Trends: Visits to picard.fr fluctuated, with a significant spike in September reaching just under 1M unique visits. The monthly true audience grew to nearly 2M in the same month.

• App Engagement: The app’s monthly active users saw a significant increase, climbing to over 730K by September.

• Ad Spend & Channels: Picard's monthly ad spend was relatively modest, with Instagram being the primary channel, achieving substantial impressions particularly in September.

Monoprix S.A.

Monoprix’s digital presence is driven by its website monoprix.fr and the Monoprix – M’ Loyalty app.

• Audience Trends: Monoprix.fr maintained a stable unique visitor count, peaking at over 450K in both May and September. The monthly true audience saw a rise, reaching over 600K by the end of Q3.

• App Engagement: The Monoprix app’s monthly active users grew steadily, surpassing 210K in September.

• Ad Spend & Channels: Monoprix’s advertising focused heavily on Facebook, with consistent monthly impressions, while also leveraging Instagram and TikTok for broader engagement.

Conclusion

Through Sensor Tower's unique capabilities in cross-referencing web, app, and advertising data, it is evident that Lidl, Picard, and Monoprix have effectively harnessed their digital platforms to engage users. Each brand shows distinct strengths in either web or app engagement, with strategic ad spending across various channels. This analysis underscores the critical role of comprehensive data in understanding and optimizing cross-platform user behavior.

For decision-makers, Sensor Tower offers unparalleled insights that drive strategic decisions and optimize digital engagement in the competitive landscape of grocery retail. Explore our products and services to gain a competitive edge.